Japan Young Adventurers shown fun side of NZ

18 Mar 2013

Late February saw Tourism New Zealand and Air New Zealand launch the second phase of a joint venture campaign in Japan targeting 'Young Adventurers' - 20-35 year old predominantly female travellers (formerly referred to as Fun Seeking Friends).

Following phase one of the campaign which had a strong outdoor focus, this phase showcases a more varied view of New Zealand featuring both outdoor and urban experiences.

Nick Mudge, Tourism New Zealand's Regional Manager Japan and Korea says that early indications show that our Japanese 'Young Adventurers' are reacting well to phase two's showcasing of a variety of experiences, with referral rates tracking well.

Tourism New Zealand started to re-engage with the younger Japanese traveller in 2012 following research showing there was a growing interest in New Zealand as a holiday destination within this group.

Says Nick; "Our research identified them as an important segment and one that could be targeted for long term growth."

Traditionally targeting the senior traveller, Tourism New Zealand's activity with the younger traveller provides an opportunity to diversify and position ourselves as a place where you can have fun and enjoy yourself within another visitor segment of Japan.

Statistics for the October-December 2012 period show an almost 11 per cent increase in 20-29 year old Japanese visitor arrivals when compared to the same period last year.

"Both arrival statistics and anecdotal evidence we have from New Zealand operators is that there has been an increase in younger Japanese travellers," says Nick.

In creating the campaign, a group of 'Young Adventurers' travelled to New Zealand to experience the best of New Zealand in relation to food and wine, fantasy - with a Middle-earth focus, urban and outdoor experiences.

Tourism New Zealand and Air New Zealand are working closely with Japanese travel sellers including HIS Japan, the leading travel agent for the younger segment, to offer a range of New Zealand travel packages and specials.

Driven via online and social media, the campaign directs travellers to Air New Zealand's booking engine where they can take advantage of special fares.